COTTON ON FOUNDATION X BORN THIS WAY FOUNDATION
A KINDER WORLD IS OUR KINDA WORLD

Creative Strategy / Concept Development / Copywriting

Cotton On Foundation partnered with Lady Gaga’s Born This Way Foundation on a $5M global mental health campaign. My job was to make sure both foundations showed up as one. I developed ‘A Kinder World Is Our Kinda World’ to frame the movement as an invitation that reinforced kindness as an action you can take. We worked with partners to make sure the overall tone was aspirational and stigma-free, and brought in talent that reflected the communities we were speaking to. We rolled out across Cotton On’s global stores, digital platforms, and a Century City pop-up.

The work did more than raise awareness. We supported 50,000 people to earn their Be There Certificate (free peer mental health training tool), contributed $1M to 65 youth-led mental health initiatives through the Kindness in Community Fund, and made COF a top 10 global philanthropic funder for mental health.